Hi there, brand builders!
Let’s get one thing out of the way. If you still think cricket is the only game in town when it comes to sports marketing in India—well, it’s time for a timeout.
India’s sports economy is sprinting toward a $130 billion valuation by 2030 (Source: Deloitte-Google, 2024). But here’s the plot twist: cricket isn’t the sole driver anymore. It’s still big, no doubt, but if your marketing strategy starts and ends with cricket, you’re playing in just one stadium when there’s a whole sports universe out there.So, grab your metaphorical jersey, because we’re diving into the fastest-growing, most under-tapped segment in Indian marketing today: emerging sports.
🎯 The Top 5 Emerging Sports Brands Can’t Afford to Ignore
India’s sporting culture is in flux, and while cricket remains king, these five sports are not just knocking on the door—they’re rewriting the rulebook.
Kabaddi in India: A Timeline of Its Rise to Prime Time
| Period | Milestone/Event | Impact | Brand/Campaign Example |
| Pre-2010 | Rural, traditional sport played on clay courts | Community pride; largely rural; minimal broadcast | Local tournaments, Doordarshan coverage |
| 2010–2013 | Asian Games dominance; format tweaks | Brief media attention; rules modernized for TV | National tournaments |
| 2014 | Pro Kabaddi League (PKL) launches with Star India, Mashal Sports | 435M+ viewership in first season; city-based franchises, multilingual TV broadcasts | Star Sports, Mashal Sports |
| 2015–2018 | PKL franchise & fan base growth | Rapid sponsor entry, surge in female & urban viewers | Patanjali, Amul, Vivo, Airtel |
| 2019–2021 | OTT expansion; COVID pause; scan-to-win activations | Mobile-first audiences, regional and fintech brand integrations | BharatPe, Disney+ Hotstar |
| 2022–2024 | 350M+ viewers; PKL as marketing mainstay | Local heroes as influencers, regular national and regional brand campaigns | BharatPe, Amul, ShareChat |
Pre-2010: Traditional Roots
- Ancient Sport: Kabaddi has origins tracing back over 4,000 years in rural India, especially in Punjab, Haryana, Tamil Nadu, and Maharashtra.
- Grassroots Popularity: Played on clay courts, kabaddi thrived at school and village level, with local tournaments and community pride.
- Doordarshan Broadcasts: Occasional national coverage, but no commercial spotlight; largely a rural phenomenon.
2010–2013: Early Modernization
- National Leagues: The Amateur Kabaddi Federation of India (AKFI) formalizes tournaments, but viewership remains small and regionally locked.
- Asian Games Recognition: India’s dominance in kabaddi at the Asian Games brings brief media attention, but not mainstream adoption.
- Format Tweaks: Early experiments with time limits and team uniforms signal a shift toward TV-friendly kabaddi.
2014: Pro Kabaddi League (PKL) Launch—The Gamechanger
- Star India, Mashal Sports & Anand Mahindra launch the Pro Kabaddi League (PKL).
- Franchise Model: Inspired by the IPL, PKL introduces city-based teams, professionalizes the sport, and invests in marketing.
- Prime Time TV: Matches air on Star Sports in Hindi, English, and multiple regional languages, democratizing access.
- Immediate Impact: Over 435 million cumulative TV viewers in its inaugural season—second only to IPL (Source: Star Sports/GroupM ESP).
2015–2018: Rapid Growth and Brand Entry
- Doubling Down: Number of franchises, matches, and sponsors grow rapidly.
- Brand Rush:
- Patanjali and Amul begin on-ground and broadcast activations.
- Vivo and Airtel enter as major title and associate sponsors.
- Patanjali and Amul begin on-ground and broadcast activations.
- Female Viewership: PKL attracts an unexpected 43% female viewership by 2017, expanding the advertising pie.
- Rural-to-Urban Appeal: Urban viewers rise thanks to Star Sports’ multilingual telecast and glitzy production.
2019–2021: Digital and Regional Boom
- OTT Expansion: Live streaming on Disney+ Hotstar brings kabaddi to mobile-first, young, and regional audiences.
- COVID Pause: 2020 season is cancelled, but kabaddi bounces back with even more digital engagement.
- Brand Innovations:
- BharatPe and fintech firms roll out QR-based, scan-to-win campaigns.
- Amul leverages PKL for rural/urban dairy product launches.
- BharatPe and fintech firms roll out QR-based, scan-to-win campaigns.
2022–2024: A National Phenomenon
- Record Numbers: PKL 2023 crosses 350 million viewers, with rising YouTube highlights and ShareChat discussions.
- Player Stardom: Pardeep Narwal, Naveen Kumar, and Fazel Atrachali become household names.
- Brand Playbook: PKL is now a regular fixture for regional and national brands—FMCG, fintech, edtech, and more.
- Community Engagement: Star Sports’ school and college leagues, BharatPe’s cashless village challenges, and Patanjali’s wellness integrations deepen grassroot links.
Why It Works—2024 Perspective
- Cost-Effective: PKL offers high GRP at a fraction of IPL’s media rights.
- Deep Reach: Penetrates Tier 2/3 and rural India more effectively than most sports.
- Untapped Influencers: Local heroes with loyal followings; perfect for vernacular and regional campaigns.
- All-Family Appeal: From grandmothers to Gen Z, kabaddi cuts across age, gender, and region.
Football (ISL): Timeline of the Urban Underdog
| Period | Milestone/Event | Impact | Brand/Campaign Example |
| Pre-2010 | Club legacy in select states, little national focus | High regional passion, low national sponsorship | Mohun Bagan, East Bengal |
| 2010–2013 | AIFF-IMG Reliance announce franchise league | Plans for pro league, growing youth interest | AIFF, Reliance |
| 2014 | ISL launches, celebrity owners, Hero MotoCorp partners | 70M+ viewership, national media attention | Hero MotoCorp, Star Sports |
| 2015–2018 | Apollo Tyres grassroots, youth engagement | Surging stadium turnout, TV audience crosses 100M | Apollo Tyres, Kerala Blasters |
| 2019–2021 | Hotstar streaming, new youth icons | Digital audience, Gen Z engagement, urban sponsor surge | BYJU’S, wearables, Sunil Chhetri |
| 2022–2024 | 232M viewership, expanded teams, social event culture | Major urban/youth market, local influencer activations | Hero MotoCorp, Apollo Tyres, BYJU’S |
Pre-2010: Regional Passion, National Neglect
- Club Culture: Traditional clubs like Mohun Bagan, East Bengal, Dempo SC were famous in Kolkata and Goa but football struggled for national TV time.
- FIFA World Cup Fandom: Every 4 years, WC matches light up cities like Kolkata, Kerala, and Goa, but no national pro league existed.
2010–2013: Seeds of Change
- AIFF Initiatives: The All India Football Federation (AIFF) and IMG Reliance announce plans for a franchise league.
- International Exposure: Indian footballers start getting attention through SAFF, AFC Cups.
2014: The Birth of ISL—A Marketing Gamechanger
- Launch of ISL: Indian Super League (ISL) launches with Star Sports, Reliance, and IMG. Eight franchise teams from major football hubs.
- Prime-Time TV: Star Sports airs matches nationwide in multiple languages.
- Celebrity Owners: Sachin Tendulkar (Kerala), Ranbir Kapoor (Mumbai), Sourav Ganguly (Kolkata) add glamour and attention.
- Brand Entry: Hero MotoCorp comes on board as title sponsor from day one.
2015–2018: Growth and Urban Consolidation
- Surging Viewership: ISL crosses 100M TV viewers by 2017 (Source: Star Sports).
- Grassroots Clinics: Apollo Tyres launches youth programs in Kerala and Goa.
- Stadium Buzz: Kerala Blasters, ATK Mohun Bagan, and NorthEast United draw packed urban stadiums.
2019–2021: Young, Digital, Loyal
- Digital First: Live streaming on Hotstar expands reach to mobile youth.
- Urban Millennials: Education tech, sports brands, and wearables invest in youth-centric sponsorship.
- Player Icons: Sunil Chhetri and Sahal Abdul Samad become youth icons, fronting ad campaigns.
2022–2024: National League, Local Love
- Record Viewership: ISL 2023 records 232 million viewers.
- Expanded Teams: Clubs in new cities, more grassroots tournaments.
- Brand Playbook: Hero MotoCorp stays title sponsor; Apollo Tyres, BYJU’S, and others run major youth programs.
- Cultural Integration: ISL matches now social events—watch parties, influencer collabs, local music and food festivals.
Football’s ISL connects urban and young India, with a ready-made culture of celebration, peer influence, and mass engagement—ideal for brands looking to build youth relevance, community, and authentic regional impact.
🏸 Badminton: Timeline of Growth in India
| Period | Milestone/Event | Impact | Brand/Campaign Example |
| Pre-2010 | Clubs & schools, Padukone, Gopichand | Popular, but limited media/brand focus | State events, local gear brands |
| 2010–2014 | Saina Nehwal, PV Sindhu early wins | Start of women’s stardom; national attention | Saina Nehwal for Yonex |
| 2015–2017 | Sindhu Olympic silver, PBL launch | Viewership spikes, first major TV league | Bridgestone, Star Sports, PBL |
| 2018–2021 | Sindhu World Gold, 120M+ Olympic viewers | Urban, women, and fitness brands enter space | Stayfree, Bridgestone, Yonex |
| 2022–2024 | Satwik-Chirag, Lakshya Sen rise; social influence | Gen Z appeal, influencer marketing, brand alignment | Fast&Up, Zivame, digital fitness apps |
Pre-2010: Hidden Gem Status
- Local Clubs & Schools: Badminton was a popular recreational sport, but lacked global icons and mass media coverage.
- Early Heroes: Prakash Padukone, Pullela Gopichand—respected, but niche appeal.
2010–2014: The International Spark
- Saina Nehwal Breakthrough: First Indian woman to win an Olympic medal in badminton (2012 London Olympics).
- Rise of PV Sindhu: Wins junior medals; media attention starts growing.
2015–2017: Star Power & National Pride
- PV Sindhu’s Olympic Silver (2016): Huge spike in viewership and search trends; badminton becomes household conversation.
- Satwiksairaj & Chirag Shetty: Men’s doubles breakthrough on the world stage.
- Premier Badminton League (PBL): Launch of a franchise league on Star Sports, attracting new sponsors.
2018–2021: Women-Led Surge and Brand Play
- PV Sindhu’s World Championship Gold (2019): Second Indian after Nehwal to reach global No. 1.
- Tokyo 2021: 120M+ Indians watch Sindhu, Satwik-Chirag, and Lakshya Sen compete at the Olympics.
- Brand Campaigns:
- Bridgestone: “Chase Your Dream” campaign with PV Sindhu, positioning her as an aspirational icon.
- Stayfree: Digital-first series focusing on female athletes, breaking taboos around sports and wellness.
- Yonex: Leading sponsor for national champions and grassroots events.
2022–2024: Aspirational, Urban, & Wellness-Driven
- Rise of Satwik-Chirag: First Indian men’s doubles pair to reach world No. 1.
- Lakshya Sen: Emerges as a Gen Z icon, known for his aggressive play and digital presence.
- Social Media Influence: Badminton reels, fitness tips, and influencer collabs.
- Continued Brand Interest: FMCG, sportswear, and health brands align with badminton’s aspirational, gender-inclusive image.
Badminton combines India’s hunger for global wins, gender-inclusive fandom, and a natural fit for wellness, FMCG, and lifestyle brands—making it the rising darling of urban marketing.
🎯 Athletics: Timeline—From National Hope to Brand Goldmine
| Period | Milestone/Event | Impact | Brand/Campaign Example |
| Pre-2010 | Local sports days, icons like Milkha/PT Usha | Limited visibility, niche brand presence | School sports, Bournvita Quiz |
| 2010–2015 | Asian/CWG medals, JSW/OGQ investments | Athlete support, slow rise in media/brand focus | JSW Sports, OGQ |
| 2016–2021 | Neeraj Chopra global wins, Asian Games medals | Rising fan following, new brand interest | JSW Sports, fitness apps |
| 2021–2022 | Tokyo gold for Neeraj, mass social celebration | Puma collab, national hero status, brand rush | Puma, Gatorade, Edelweiss |
| 2023–2024 | Sable’s records, Olympic build-up, fitness narratives | Insurance, health, fitness brands join in | JSW Sports, Tata AIA, Fast&Up |
Pre-2010: The Silent Track
- Local Sports Days: Athletics limited to school/college events, with rare TV coverage.
- Early Icons: Milkha Singh, PT Usha inspire, but lack mainstream brand presence.
2010–2015: Slow and Steady Growth
- Asian & Commonwealth Games: India wins medals, but stories fade quickly after events.
- Foundation Laid: Organizations like JSW Sports and OGQ begin investing in athlete development.
2016–2021: The Spark of Global Success
- Neeraj Chopra: Breaks through with U20 World Gold (2016) and Commonwealth medals.
- 2018 Asian Games: Avinash Sable, Hima Das, Dutee Chand join the medal tally.
- Increased Media Focus: Social media amplifies athlete stories; Instagram, Twitter fan followings grow.
2021–2022: Olympic Breakthrough, Brand Stampede
- Tokyo 2021: Neeraj Chopra wins India’s first-ever Olympic gold in track & field.
- National Euphoria: “Javelin” spikes 5x in Google Trends. 10+ brands race to sign Neeraj.
- Puma: Rolls out sneaker collaborations, national campaigns; Neeraj becomes a fitness and style icon.
- JSW Sports: Elevates athletes as storytellers, not just sportspeople, using video content and digital campaigns.
2023–2024: From Podium to Pop Culture
- Avinash Sable: Becomes first Indian to break major steeplechase records at Worlds & CWG.
- Brands Seek “Purpose”: Insurance, health tech, sportswear, and nutrition brands link up with athletes for campaigns that focus on resilience, aspiration, and fitness.
- Olympic Road to Paris: Build-up for Paris 2024; brands invest in “Follow the Journey” influencer-led content.
Athletics is emotional and universal. From rural tracks to global podiums, it inspires resilience and ambition, making it a natural fit for brands that want to celebrate “the journey,” not just “the win.”
🧠 Chess: Timeline—From Board Games to Broadcast Stardom
| Period | Milestone/Event | Impact | Brand/Campaign Example |
| Pre-2010 | Anand era, school chess, niche fanbase | Intellectual respect, limited sponsorship | Academic brands, local chess clubs |
| 2010–2018 | Online chess, junior GMs rise | Youth audience, digital learning communities | ChessBase India, Lichess |
| 2020–2021 | Pandemic YouTube/Twitch boom, Indian streamers | Viral UGC, coding brands enter, EdTech tie-ins | Samay Raina, Chess.com India |
| 2022–2023 | Praggnanandhaa, Gukesh headline global events | 70M+ views, mainstream digital attention | Red Bull, Akshayakalpa, TechM |
| 2024 | Chess leagues, OTT, EdTech/fintech campaigns | Chess = cool; perfect for digital, smart audiences | BYJU’S, WhiteHat Jr, fintech apps |
Pre-2010: Niche but Respected
- Vishy Anand Era: Viswanathan Anand wins multiple World Championships; chess gains academic respect, but mass fandom is limited.
- School Tournaments: Chess seen as a “brainy” extracurricular; select states (Tamil Nadu, West Bengal) produce future grandmasters.
- Limited Brand Play: Local chess boards and academic institutions support tournaments; minimal mass-market interest.
2010–2018: Seeds of the Digital Shift
- Online Platforms Grow: Lichess, Chess.com, and YouTube chess channels attract India’s young, tech-savvy learners.
- Junior GMs: Teens like Praggnanandhaa, Nihal Sarin, and Gukesh D make international headlines, drawing in a new, younger fan base.
2020–2021: Chess Goes Viral (Pandemic Pivot)
- Lockdown Streaming Boom: Chess explodes on YouTube and Twitch—Indian creators (Samay Raina, Sagar Shah) host live watchalongs and tutorials.
- Global Engagement: Record Indian participation in online tournaments; “ChessBase India” becomes a top digital property.
- Sponsorship Starts: EdTech and coding companies begin sponsoring chess events and content.
2022–2023: India’s “Queen’s Gambit” Moment
- Praggnanandhaa & Gukesh Rise: Grandmaster wins in global events; #Chess trends on Indian Twitter.
- Praggnanandhaa’s World Cup Run (2023): Over 70M organic views on YouTube and Chess.com India; chess breaks out of niche status.
- Brand Campaigns:
- Red Bull: “Checkmate Your Way” content with prodigies, streaming partnerships.
- Akshayakalpa Organic: Nutrition partner for Indian Chess League.
- Tech Mahindra: “Global Chess League”—chess meets tech, STEM and innovation campaigns.
2024: Chess as Lifestyle & Digital Content
- League Era: Indian Chess League and Global Chess League get mainstream OTT slots, influencer tie-ins.
- Brand Playbook: EdTech (WhiteHat Jr, BYJU’S FutureSchool), fintech, and health food brands use chess influencers in UGC and digital campaigns.
- Fan Commerce: Chess-themed merch, books, and online courses surge.
Chess delivers hyper-engaged, urban, digitally-native fans—making it perfect for smart learning, SaaS, finance, and health/wellness brands that want to reach India’s next generation of leaders.
🌍 Global Success, Local Surge: When Medals Trigger Markets
India’s performance on the world stage is doing something cricket never needed to—building new sports from scratch.
Here’s how global performance has translated into national market momentum:
- 🥇 Neeraj Chopra’s Olympic gold in 2021 increased Google searches for “javelin throw” by 5x. Today, he’s one of Puma’s top influencers and the face of a $10M+ marketing funnel.
- 🏸 PV Sindhu’s Olympic wins led to over 50M views across branded YouTube content and pushed Stayfree, Bridgestone, and Boost into women’s sports conversations.
- 🧠 Praggnanandhaa’s Chess World Cup run hit over 70M YouTube views, driving India’s subscription boom on chess apps like Lichess, Chess.com, and even Chessable.
Moral of the story: If India shines globally, local markets don’t just notice—they rally.
🌟 India’s New Sports Icons: Non-Cricket Stars Shaping Brand Narratives
Cricket has always produced celebrity endorsers—but in the last five years, India’s most dynamic brand stories have come from track, mat, court, and even the chessboard. These athletes combine international success, digital presence, and personal authenticity to drive powerful audience engagement. Here’s a look at the new stars:
🏃♂️ Neeraj Chopra (Athletics – Javelin Throw)
- Why Brands Love Him: First Indian track & field Olympic gold medalist. Symbolizes discipline, ambition, and national pride.
- Top Brand Associations:
- Puma: Multi-crore deal, sneaker launches, influencer campaigns
- JSW Sports: Long-term sponsorship, social storytelling
- CRED, Tata AIA Life, Amul: TV + digital + influencer-led campaigns
- Recent Campaigns:
- Puma’s #HarDilMeinNeeraj campaign during Olympics
- Tata AIA’s “Rakshakaran Heroes” fitness initiative
🏸 PV Sindhu (Badminton)
- Why Brands Love Her: Consistent Olympic and World Championship medalist, youth icon, advocate for women in sports.
- Top Brand Associations:
- Bridgestone, Bank of Baroda, JBL, Stayfree, Gatorade, Panasonic
- Bridgestone, Bank of Baroda, JBL, Stayfree, Gatorade, Panasonic
- Recent Campaigns:
- Stayfree’s “It’s Just a Period” series breaking taboos
- JBL’s digital audio experiences with Sindhu as the voice of fitness
🧠 R Praggnanandhaa (Chess)
- Why Brands Love Him: Youngest Indian to reach the Chess World Cup finals, massive Gen Z appeal, 70M+ digital reach in 2023.
- Top Brand Associations:
- Red Bull, Akshayakalpa Organic, Chess.com India
- Red Bull, Akshayakalpa Organic, Chess.com India
- Recent Campaigns:
- Red Bull’s “Checkmate Your Way” content collab
- Akshayakalpa’s nutrition partner spot during Chess League
🏋️ Mirabai Chanu (Weightlifting)
- Why Brands Love Her: Olympic silver medalist, trailblazer for women’s sports, strong presence in Northeast India.
- Top Brand Associations:
- INOX Group, Adidas, Amway, JSW Group
- INOX Group, Adidas, Amway, JSW Group
- Recent Campaigns:
- Adidas’ “Impossible Is Nothing”
- INOX Group’s “Champion of Champions” brand ambassador program
🏸 Satwiksairaj Rankireddy & Chirag Shetty (Badminton – Men’s Doubles)
- Why Brands Love Them: World No. 1 pair, poster boys for Gen Z’s team spirit, social media savvy.
- Top Brand Associations:
- Yonex, Fast&Up, Red Bull, Zivame Active
- Yonex, Fast&Up, Red Bull, Zivame Active
- Recent Campaigns:
- Fast&Up’s performance nutrition reels and Instagram takeovers
- Yonex influencer-driven gear launches
🤼 Bajrang Punia & Vinesh Phogat (Wrestling)
- Why Brands Love Them: Olympics, CWG, and World Championship medalists; strong rural and Tier 2–3 following.
- Top Brand Associations:
- JSW Sports, Tata Motors, Herbalife, Amul
- JSW Sports, Tata Motors, Herbalife, Amul
- Recent Campaigns:
- Herbalife’s fitness influencer videos
- Amul’s “Champion’s Milk” with regional focus
🏑 Savita Punia & Harmanpreet Singh (Hockey)
- Why Brands Love Them: Captains of Olympic-medal-winning hockey teams, mass national pride, and grassroots reach.
- Top Brand Associations:
- Hero MotoCorp, Tata Steel, Adidas, Amul
- Hero MotoCorp, Tata Steel, Adidas, Amul
- Recent Campaigns:
- Hero MotoCorp’s “Desh Ke Dil Se” campaign
- Tata Steel’s grassroots and CSR-led programs
🧩 What This Means for Brands
This shift isn’t just about new sports—it’s about new consumers, new platforms, and new content formats.
🔓 Emerging Sports = Built-In Brand Segmentation
| Sport | Audience Cohort | Brand Fit |
| Kabaddi | Rural Males, Tier 2/3 | FMCG, Fintech, Vernacular OTT |
| Football | Urban Youth, Northeast, South | Fashion, Music, EdTech |
| Badminton | Women, Fitness First Youth | Wellness, Activewear, Personal Care |
| Athletics | Nationalist Gen Z + Urban Fit | Fitness Tech, Insurance, Footwear |
| Chess | Digital Natives, STEM minds | EdTech, SaaS, Health Snacks |
📣 Final Whistle: Brands, Your Time is Now
Cricket will always be here. But in the meantime, India’s sports revolution has gone multiverse.
You now have:
- 350M kabaddi fans watching regional heroes
- 130M WPL fans cheering women who sport
- 500M+ gamers playing like pros
- 70M chess streamers strategizing like grandmasters
- And a million future pickleball champions
- So why bet on just one pitch when the entire field is open?
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References & Sources
- GroupM ESP Sporting Nation Report XII (2024)
- Industry sponsorship, viewership, and campaign data for Kabaddi, Football, Badminton, and athlete endorsements.
- https://www.groupm.com/news/sporting-nation-building-a-legacy-xii-report/
- Deloitte-Google Think Sports: Unlocking India’s $130B Sports Potential (2024)
- Sports audience size, digital penetration, and market projections.
- https://www2.deloitte.com/in/en/pages/consumer-business/articles/think-sports-unlocking-indias-usd130b-sports-potential.html
- Havas Play – Emerging Sports: India’s Next Billion-Dollar Sports Marketing Opportunity (2024)
- Detailed profiles on emerging sports, new-age brand campaigns, and fan cohort analysis.
- Detailed profiles on emerging sports, new-age brand campaigns, and fan cohort analysis.
- ISL Official Reports & Star Sports Press Releases (2014–2024)
- Viewership figures, sponsorships, and grassroots program details.
- https://www.indiansuperleague.com/press-releases
- YouGov Cricket & Sports Fandom Report (2025)
- Gender splits, regional breakdown, and digital fandom trends.
- https://business.yougov.com/content/48014-cricket-viewership-india-2025
- Olympic & Asian Games Data (2021–2024)
- Medal tallies, athlete highlights, and subsequent search/viewership spikes.
- https://olympics.com/en/news/india-tokyo-olympics-athletes-performance
- Puma, Amul, JSW, Hero MotoCorp, Red Bull, Tata AIA, Apollo Tyres, Bridgestone, Stayfree, Akshayakalpa, Tech Mahindra, and other brand campaign press releases
- Official brand and agency PR announcements, 2021–2024.
- Official brand and agency PR announcements, 2021–2024.
- Chess.com India, ChessBase India, and YouTube Analytics
- Streaming/viewership for Praggnanandhaa, Gukesh, and chess league events.
- https://www.chess.com/events
- https://www.youtube.com/@ChessBaseIndia
- Business & Financial News Outlets (Economic Times, Financial Express, Livemint, Moneycontrol, Forbes India, etc.)
- Brand partnerships, industry news, and athlete endorsement deals.
- Brand partnerships, industry news, and athlete endorsement deals.
